Abstract
Some 12 million people smoke in the UK (around a quarter of adults) - this translates to around £25,000 per minute literally “going up in smoke”. The nicotine rush is powerful and pleasurable, and a force to be reckoned with. Over half of smokers claim they want to give up, but only four out of ten are actually trying to give up, and yes, some do actually kick the habit permanently.
As a result, the tobacco industry is in gradual long-term decline, with smokers trading down, and smoking fewer cigarettes. Punitive legislation limits marketing activity, the most visible being the smoking ban in public places introduced in England in 2007. The media predicted meltdown, but they appear to have been proved wrong.
Key themes of the report:
- Has the recent smoking ban in public places caused meltdown in the industry?
- What is responsible for the long-term decline in volume?
- Who smokes, why do they smoke, and how frequently?
- Positioning in the value/economy sector as the way forward.
- Reasons for giving up smoking and attitudes towards quitting.
- What do potential quitters think of smoking cessation aids?
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